Each spring, Small Business Week highlights the undeniable impact of local entrepreneurs.
They’re the heart and soul of every community and constantly finding fresh ways to bring value to the place they proudly call home.
We’ve probably all seen firsthand how small business owners give their communities character. Think of the neighborhood cafe that remembers your order, or the local mom-and-pop shop that sponsors the local youth team.
They truly do more than we realize. They create jobs, support local causes, and make every block feel a little more personal.
But being a small business owner isn’t easy. Limited budgets, expanding competition, big chains, and the pressure to build awareness for their brand.
And if you’re a small business owner, creating meaningful connections with nearby residents has never mattered more. You’re operating in a world where local and digital are blended, and the key to success is having a strong marketing strategy.
Here are 6 marketing strategies perfect for helping local businesses grow.
1. Reach Out to New Neighbors
New movers are one audience that consistently delivers outsized gains.
Roughly 40 million people move each year, and they spend more in their first six months than most consumers spend in three years. That’s a tremendous opportunity for local entrepreneurs who know how to reach them at the right moment.
Reaching new movers is simpler than you might think, once you have the insights to find them. (And Welcome Wagon makes it easy with our full suite of mover outreach programs!)
You’ll want to offer them a warm welcome, a new neighbor discount, and make it easy for them to try your business first.
For example, a family‑owned pizza shop may send a postcard saying “Welcome, new neighbor- from our family to yours!” offering a variety of combo pizza meal deals for takeout. As most of us can relate, cooking is never top of mind during a move. And of course, the family tries the pizza shop, loves it, and the local pizzeria quickly becomes a regular go‑to spot. One thoughtful welcome turned into a loyal customer.
Showing up for new residents as they’re building their new life is a huge play for your small brand. It’s one of the most effective local marketing strategies your business can invest in.
2. Stand Out With Direct Mail
54% of people believe direct mail gives the unmistakable impression that the advertiser is more genuine.
Direct mail remains one of the most effective ways that your business can make an impression. It is tangible and feels personal, which is exactly what customers crave in a time when so much of our time is spent on screens.
It also is a great way to show up in your neighbors’ homes in a way that feels memorable, whether it’s through a postcard, coupon, menu, or welcome letter.
3. Be Found First Through Local SEO
Let’s look at some facts around local SEO:
- Over 1.5 billion searches each month contain “near me.”
- 76% of people who perform a local search on their smartphone visit a physical business within 24 hours.
- 78% of local mobile searches result in an offline purchase, often within hours of the initial query.
- 88% of consumers who conduct a local search on their mobile device either visit or call a business within a day.
Customers turn to their phones and online search for nearly every decision, so assume that all of your potential customers start their journey with a search.
You need to make sure your small business is easily discoverable online. Here is an SEO checklist:
- A complete and optimized Google Business Profile (customers are 2.7 times more likely to trust a business with a complete profile)
- Accurate hours and contact information
- Fresh photos
- Consistent local reviews
Think of local SEO as the modern equivalent of putting your shop on the busiest corner in town- it ensures you get found when someone nearby is looking for what you offer.
4. Social Media Shows Your Human Side
Today’s consumers want more than your products or services. They want to know your story, to see your personality, and feel a connection to your brand in an authentic way.
Social media is a great way for small businesses to create those moments every day. Use your social channels to:
- Share behind‑the‑scenes glimpses of your business and day-to-day
- Celebrate your community, events, or your customers
- Promote special offers
- Showcase testimonials
- Highlight staff members and the human side of the brand
For me, I know I personally check my favorite local coffee shop on Instagram to see their latest specials or new menu items. A great special is often what prompts me to stop in. When people are looking for local recommendations, it’s usually the businesses they already recognize from Instagram or Facebook that get mentioned first.
5. Influencer Partnerships: A Modern Boost for Local Visibility
The new word of mouth. Influencers aren’t just for national brands; in fact, you need to be working with your local micro‑influencers if you want to get your brand out there. They’re the perfect way to reach locals in an authentic way. They may have a few thousand followers, and their strong credibility in the community is a fantastic way for locals to hear all about why they should be spending their money and time with you.
Micro-influencers can bring up to a 60% increased engagement rate compared to macro-influencers. Micro-influencers also have over a 20% higher conversion rate that can help brands add a great boost their e-commerce sales.
These partnerships are often simple and affordable- the perfect combo from an entrepreneur’s perspective. And micro‑influencers drive big engagement because their followers trust their recommendations.
When I had a boutique, I often partnered with micro-influencers. They came into my shop and created content around their shopping experience. I’d give them personalized shareable codes as well as collaborating with them in curating a mini collection. They even hosted shopping events for their friends, family, and followers. The best part? Usually in return they only wanted a discount or a freebie, which paid itself tenfold in the customers I gained from their content shares.
6. Video Content is Trending
Videos are the new eye to eye conversation, and they’ve exploded in popularity:
- 51% of marketers call video the best ROI content type.
- 88% say it boosts product understanding.
- 90% seeing increased brand awareness.
This is because it’s simple, engaging, and a great means for storytelling. And the best part? You don’t need fancy equipment or big budgets to get started!
Try sharing:
- A behind-the-scenes look at your day-to-day
- A quick “meet the team” introduction
- A walkthrough of your store or workspace
- A customer testimonial filmed on the spot
- A simple message thanking your community for their support
Give customers a glimpse into your personality because people buy from people. They want to feel a connection to your brand and the face(s) behind it. The more ways people can see you, hear you, and understand what you stand for- the better.
Conclusion
Small Business Week is the perfect reminder of just how essential our local entrepreneurs are. They make our communities stronger and more vibrant.
Build the visibility and trust needed to grow with the right mix of intentional, community‑focused marketing.
Here’s to celebrating the businesses that make our neighborhoods feel like home.
800-779-3526
hello@welcomewagon.com
For further ideas and marketing solutions for your business, contact Welcome Wagon!
Founded in 1928 to welcome new movers to their community, Welcome Wagon is committed to connecting companies with new homeowners through online and offline channels.
